Welcome to My Presentation

1/1/2013

By Yemad Fayed Ahmed

An introduction to

Advertising and Promotion

What is Advertising and Promotion?

Segment the market targeted to specific audiences. Communicate effectively and efficiently. Sell products and services and to promote causes.

Integrated Marketing Communications

Coordinating the various promotional elements and other marketing activities that communicate with a firms customers.
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Integrated marketing communications planning model

Review of Marketing Plan

Examine overall marketing plan and objectives. Role of advertising and promotion Competitive analysis. Assess environmental influences.

Analysis of Promotional Program Situation

Internal analysis
Promotional department organization Firms ability to implement promotional program
Agency evaluation and selection

External analysis Consumer behavior analysis Market segmentation and target marketing Market positioning

Agency evaluation and selection Review of previous program results

Analysis of Communications Process

Analyze receivers response processes. Analyze source, message, channel factors. Establish communications goals and objectives.

Budget Determination
Set tentative marketing communications budget. Allocate tentative budget.

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Develop Integrated Marketing Communications Program

Advertising Set advertising objectives Determine advertising budget Develop advertising message Develop advertising media strategy Direct marketing Set direct-marketing objectives Determine direct-marketing budget Develop direct-marketing message Develop direct-marketing media strategy

Sales promotion Set sales promotion objectives Determine sales promotion budget Determine sales promotion tools and develop messages Develop sales promotion media strategy Public relations/publicity Set PR/publicity objectives Determine PR/publicity budget Develop PR/publicity messages Develop PR/publicity media strategy
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Develop Integrated Marketing Communications Program ( Cont.)

Interactive/Internet marketing Set interactive/Internet marketing objectives Determine interactive/Internet marketing budget Develop interactive/Internet message Develop interactive/Internet media strategy

Personal selling
Set personal-selling and sales objectives Determine personalselling/sales budget Develop sales message Develop selling roles and responsibilities

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Integrate and Implement Marketing Communications Strategies

Integrate promotional-mix strategies Create and produce ads Purchase media time, space, etc. Design and implement direct-marketing programs Design and distribute sales promotion materials Design and implement public relations/publicity programs Design and implement interactive/Internet marketing programs

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Monitor, Evaluate, and Control Integrated Marketing Communications Program

Evaluate promotional program results/effectiveness. Take measures to control and adjust promotional strategies.

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Thank you
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